Peter Lehmann rebrands entire range

Peter Lehmann Wines have been repackaged and will become more on-trade focused in the UK.

The new labels are the first change in appearance for the brand since the mid-1990s.

As this year marks the 30^th anniversary of the founding of Peter Lehmann wines, it was felt that now was a good time for a change according to marketing manager Paul Turale.

The labels now look broadly similar across the ranges, something that was not the case before, and Turale and senior winemaker Ian Hongell told the drinks business that it was hoped that the new designs would attract more female drinkers as well.

The wine styles have been tweaked slightly as well with the entry-level “Art” series aiming for “freshness” and the next “Portrait” series of Barossa classics being more focused on “varietal definition” according to Hongell.

A new “Futures” range has also been added comprising a Shiraz, Shiraz/Cabernet and Shiraz/Muscadelle.

It was also announced that the brand will have a greater focus on the on-trade in the future.

Turale said that this shift in focus from off- to on-trade had been slowly taking place over the last three years.

It was felt that the wines, in particular the “Masters” series which includes a Riesling, Semillon, Shiraz and Cabernet that have been bottle aged for five years, would benefit from being exclusive to the on-trade.